More Opinion articles

Shoppers don’t want to wait months to feel rewarded. They want value now, at the till, in real time.

Audience measurement matters. But it is not where the budget battle is being lost, says the founder of media research and econometrics agency, Colourtext.

Deep AI integration and the coming together of buy-side and sell-side will cure many advertiser and publisher headaches without sacrificing sophistication, says PubMatic’s chief revenue officer.

The co-founder of Limelight sets out a practical way to choose a programmatic partner – one that helps you curate quality supply, prove value to buyers, and adapt as identity, channels, and measurement keep shifting.

Working through these steps will not be easy and will be vigorously opposed by AI businesses, which will claim this is an attempt to stifle innovation. But this approach isn’t anti-AI, it’s anti-theft, says the co-founder of the Movement for an Open Web. 

AI is reshaping how brands are discovered, ranked and recommended. If agencies design for algorithms before audiences, they risk diminishing the very influence they claim to sell.

CTV, when implemented well, offers a chance to rebuild trust in brand-safe environments. So why is it in danger of eroding both brand impact and viewer trust? 

Our Future Media Leader of the Year and Just Eat Takeaway’s senior media manager for northern and southern Europe answers our probing and quick-fire Leading Questions.

Talent and fame are frequently governed by three levers of ‘attention’, namely scarcity, pattern reliance, and distribution. Phil Rowley breaks it down. 

In our pursuit of ever more granular data, have we truly improved consumer understanding, or merely swapped one set of acronyms for another?